Euro 2016 campaign round-up: brands shoot for footballing glory

June 06, 2016
by Matthew Chapman, Campaign

This summer's European Championship is expected to be the biggest ever when it comes to global sponsorship activity. We take a look at the activity that is being rolled out ahead of the opening game on 10 June.

The Euro campaign is being built around Carlsberg’s well known ‘probably the best’ tagline and aims to create "the best prize ever for a football tournament".

Its main activity will be fronted by Carlsberg’s global brand ambassador and former star keeper Peter Schmeichel. He is taking part in a series of events and ‘supporter-led’ activities, with fans being given the chance to meet the great Dane himself.

BetVictor

The bookmaker is giving away a guaranteed £1m at the final of Euro 2016 to people who can predict the first goal scorer and the minute the player will score it. It is the first ad for BetVictor by Mr President since picking up the Euro 2016 brief earlier this year.

Mr President collaborated with animator and YouTuber, Richard Swarbrick, and the spot is voiced by veteran sport commentator Barry Davies. The ad finishes with the endline: "It doesn’t matter how it goes in, just when and by who".

Lufthansa

The German airline, gently ribs English football fans in its TV ad, created by Kolle Rebbe. Two English football fans are told their flight is cancelled and must travel on Lufthansa, leading them to imagine a hellish journey filled with sauerkraut, oompah bands and TV replays of Germany’s greatest sporting victories. Lufthansa is sponsoring the German Football Association ahead of Euro 2016.

Betfred

Stuart Pearce, the former England defender who missed a penalty in the 1990 World Cup semi-final, makes fun of himself in the bookmaker's ad promoting its headline offer for Euro 2016.

The ad, created by Liverpool based agency Zut, says Betfred will refund all bets on England to win the tournament if the team is knocked out on a penalty shootout. Given that England has been knocked out of major tournament three times since the 1990 defeat to West Germany.